I want to .

The Audience Map is here to help.

Your missional guide to seeing and loving people

How was the Map Created?

Through global interviews, we mapped real faith journeys into clear stages of spiritual movement. By listening across cultures, we uncovered patterns in how individuals might move toward or away from life in Christ.

How can I use the Audience Map?

The map offers a way to better understand the spiritual journeys of others. It can spark reflection, deepen empathy, and provide a helpful framework for strategy. Many find it useful for learning how to connect more meaningfully with the people they hope to reach.

Who should use the Map?

The Audience Map is designed for anyone who wants to love people more thoughtfully. Whether you’re leading strategy, involved in missions, or simply walking with others in their faith, the map can help you respond with understanding and care.

“As I grow older, I can only count my blessings. I see so many things that happen around me that confirm the presence of God, and thus my faith in Him increases.”

"I'd say the universe has some energy that sustains us. I call that energy god."

“I care about being open to new experiences, embracing diversity, and not limiting myself based on past goals when interesting opportunities present themselves.”

“Although I still believe in God and think it can help me a lot, I am barely taking any actions on that even though I keep trusting it when it comes to big issues.”

“I don't struggle. I don’t feel a need to become religious.”

“My boyfriend is a Christian. Since we started dating, I’ve been looking into Christianity more…”

“I attend church 2 to 3 times per year. I believe in God's teaching but I doubt his existence”

Jesus understood his audience.

In a rapidly changing world where the human heart is not easily understood, the Audience Map helps you see and understand how people move on their spiritual journey and provides a framework for positioning what your ministry has to offer them.

Rooted in data but centered on people, the Audience Map equips you to love more like Jesus: seeing individuals as they truly are and meeting them with truth, patience, and understanding.